This article includes excerpts from the 2025 book, A Small But Might Industry: A History of the Farm Equipment Manufacturers Association & Its Shortliners.
While no longer as common as it once was, two-step distribution remains a route for certain equipment, parties and supplies and the dealers they call upon.
The Equipment Marketing & Distribution Assn. (EMDA)’s consists of independent distributors and reps in the U.S. and Canada. In addition to farm equipment, members distribute an array of products, including light industrial, commercial, recreational, irrigation, lawn and garden, outdoor power, light forestry, power transmission and turf.
Members offer warehousing, in-field sales representation, advertising and promotion, product education, service requirements, warranty representation, physical handling, and credit and collections.
EMDA promotes its membership as an option to lower the total cost of distribution and gain otherwise difficult market shares.
Early History
Five years before the formation of the Farm Equipment Manufacturers Assn. (FEMA) in 1950, the National Wholesale Farm Equipment Distributors Assn. was founded to create a network of farm equipment wholesalers. In 1952, the association was renamed to the Farm Equipment Wholesalers Assn. (FEWA).
The association became the home for distributors across North America, providing education, networking and advocacy.
By the mid-20th century, FEMA and EMDA were hosting their annual meetings in the same city. This arrangement gave manufacturers, distributors and reps a unique opportunity to meet and foster introductions for long-term partnerships. Convenience became tradition, with the two conventions held in tandem for decades now.
AIMRA History
In 1961, independent representatives came together to form the American Farm and Power Equipment Agents Assn. Later renamed the Agricultural & Industrial Manufacturers Representatives Assn. (AIMRA), this organization served as the voice for manufacturers’ reps in the agricultural and industrial equipment industry.
Over time, this cooperation grew into a defining element of both organizations. “While each association continues to conduct its own business sessions and governance,” says Cathy Peirick of FEMA, “both organizations realized that their members are stronger when connected. Parallel schedules during the Fall Convention create intentional overlap as joint receptions and shared educational opportunities highlight the mutual benefits ... to create a forum where relationships are built, ideas are exchanged and an industry that moves forward.”
A New Identity
In 2005, members voted to modernize the association’s identity, adopting the official name FEWA with the tagline “Marketing & Distribution Association.”
In 2008, members of both FEWA and Agricultural & Industrial Manufacturers Representatives Assn. (AIMRA), voted to consolidate during their board meetings at the Fall Convention in Reno, Nev. EMDA was the new shared identity.
The merger created a unified voice, connecting distributors, reps and manufacturers under one umbrella and focused on the marketing and distribution of specialized equipment.
Since the retirement of 38-year veteran Pat Collins, in 2023 the organization is led by Celeste Lindsey, executive director.
EMDA Presidents 2009 to Present
Joe Jandrisch, Aemsco, Inc., Minot, N.D. • Dan Peterson, Peterson Marketing, Inc., Sioux Falls, S.D. • Robert Emhoff, Gearmore, Inc., Chino, Calif. • Marcus Kimball, Kimball Sales, Lake St. Louis, Mo. • John Fonda, John Day Co., Omaha, Neb. • Ted Traeder, Traeder Enterprises, Inc., Hillsboro, Wis. • Kevin Wolters, Southwest Distributing Co., Inc., Clinton, Okla. • Wayne Barber, DFK Equipment Sales, Inc., St. Marys, Ont. • Ron Chandler, Becknell Wholesale Co., Lubbock, Texas • Jerry Nettles, Short Line Sales, Memphis • Jennifer Edney, Edney Distributing Co., Inc., Lakeville, Minn. • Steve Prouty, McNeil Marketing, Albany, Ore. • Kent Zimmerman, John Day Co., Omaha, Neb. • Mark Tibbitts, General Implement Distributors, Salt Lake City • Trey Price, Price Bros. Equipment Co., Wichita, Kan. • Bob Doran, Doran Distribution Services, Mount Horeb, Wis. • Shannon Spolarlo, Adair Sales & Marketing, Swift Current, Sask.
